Strategy

CERAM´s strategy is driven by the importance of its activities for the environment. SCR catalysts play a significant part in improving air quality by dramatically reducing the level of NOx emissions caused by combustion processes. The catalysts are used in thermal power stations, waste incinerators and diesel-engine commercial vehicles. The trend towards environmentally friendly technologies is presenting major growth opportunities.

Recent developments

Chinese energy policies do not yet mandate plants to make of SCR catalyst technology. However, with the country’s electricity consumption set to rise by an annual rate of 10% for the foreseeable future, emissions are bound to be an issue. Since coal-fired generating stations are used to meet most of China’s fast growing power needs Porzellanfabrik Frauenthal is working hard to break into this huge potential market.

Brazil plans to introduce the Euro 5 emission standard for commercial vehicles. In the USA there are excellent opportunities for our high-volume catalysts in the offroad segment – construction and agricultural machinery. Global emission standards for ships are due in a few years’ time, and these too will require use of SCR technology.

At the moment our task is to consolidate the existing market position and expand incrementally to prepare for coming market developments.

Innovation

Investment in innovation is a vital strategic consideration. We see this primarily as a matter of continuously improving our product quality, production processes, product ranges and services.

For example, CERAM has made major progress in developing higher-performance catalysts for diesel engines that will comply with the Euro 6 emission standard. Greater cell density and thinner cell walls are permitting larger catalytically active surfaces, meaning that size and weight do not have to grow in proportion to the NOx reduction rate. Along with the mechanical and thermal stability of the catalyst, this is a critical success factor.

Basic research into new materials is a major focus of our research and development effort, and a key strategic factor, given the escalating prices of some raw materials and the threat of temporary shortages.

Innovation does not happen by accident, it comes from a favourable corporate culture. Among the preconditions of innovation are incentive based systems optimized internal communication, investment in technology infrastructure, external partnerships, staff training programmes and supportive management behaviour.

Every day we ask ourselves how we can improve our products. Ongoing research and development activities ensure that we will continue to be frontrunners in the environmental sector.